The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma
Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need t...
| Main Authors: | , |
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| Format: | Others |
| Language: | en |
| Published: |
SpringerOpen
2009
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| Subjects: | |
| Online Access: | http://epub.wu.ac.at/5080/1/art_10.1007_BF03342712.pdf http://dx.doi.org/10.1007/BF03342712 |